我国非处方药品广告存在问题分析与对策探讨  

Problems Existing in Advertising of Non-Prescription Drugs in Our Country and Countermeasures

作　　者：谢纳泽[1] 赵辉[1] 

机构地区：[1]河南大学药学院,郑州475001

出　　处：《中国药事》2015年第2期124-127,共4页Chinese Pharmaceutical Affairs

摘　　要：目的:为提升我国非处方药药品广告传播效果提供借鉴。方法:从诉求方式、载体选择、传播内容和合法性等方面,分析目前非处方药药品广告存在的主要问题,进行针对性讨论。结果与结论:当前我国非处方药品广告存在诉求方式单一、对终端媒体重视不到位和盲目寻求代言等5个主要问题。建议选择多样化的诉求方式、加强终端药店的宣传、注重企业形象塑造和传播等应对策略,进一步提升我国非处方药广告的传播效果。Objective： To provide reference for improving advertising communication effect of non-prescription drugs in our country. Methods： From aspects of demand ways, selection of media, contents and legality, the main problems in the current advertising of non-prescription drugs were analyzed and some considerations were made. Results and Conclusion： Five major problems exist in the current advertising status for non-prescription drugs in our country, such as simple demand ways, inefficient emphasis on terminal media and blind appeal for endorsement. It is suggested to carry out four countermeasures including enrichment of demand ways, enhancemem of publicity in terminal drug stores, focus on corporate image building and communication, so as to promote the communication effect of advertisement of non-prescription drugs.

关 键 词：非处方药 药品广告 诉求方式 终端媒体 传播效果 

分 类 号：R95[医药卫生—药学]